From Similarity to Multiplicity: Avatar Multi-Persona Tendencies and Cognitive Responses in the Metaverse

Abstract

This study explores the multi-persona tendencies of avatars and their effects on users' cognitive responses in the Metaverse. Moving beyond the conventional focus on avatar similarity to real-world selves, this study examines the relationship between environmental anonymity and avatar customization. An experimental survey was conducted where 528 participants customized avatars, varying their physical characteristics, fashion style, and brand choices across three environments: the real world, a real-name based Metaverse, and an anonymous Metaverse. The results show that anonymity significantly influences avatar customization, leading to a greater divergence from real-life physical characteristics and bolder experimental fashion and brand choices. The study finds that these multi-persona tendencies, particularly the dissimilarity between avatars and users' real selves, positively affect users' attitudes toward the Metaverse and their intention to continue using the platform. Notably, anonymous environments foster more significant persona diversification and stronger emotional engagement with the Metaverse. This research enhances the understanding of virtual identity formation in virtual worlds, highlighting the role of anonymity in facilitating multi-persona tendencies. These findings have implications for the design and marketing of virtual platforms, suggesting that greater freedom in avatar customization can boost user engagement and satisfaction. The study also provides a foundation for future research into the complex dynamics of avatar identity and users’ cognitive responses in virtual environments.

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